Reading Time: 20 minutes
WGU C212 Marketing Task 1 Guide and Example: Global Strategic Marketing Plan
WGU C212 (Marketing) Task 1 requires you to select a US-based business, identify two new products or services it can sell in a single foreign country, and develop a complete global strategic marketing plan — covering market research methods, competitive advantage, launch risks, CRM practices, distribution channels, supply chain, pricing strategy, and promotional strategy. This guide walks through every rubric section with an annotated HealthPlus Wellness sample you can study before writing your own.
C212 is PA-only — no exams, no quizzes. Just one paper. Students who follow the rubric precisely and address every sub-section pass on the first attempt. The most common revision trigger is missing a sub-section entirely rather than weak content within a section.
See also the WGU C212 complete course guide for the full overview.
What Is WGU C212 Task 1?
C212 Task 1 is a global strategic marketing plan proposal; a single written assessment (typically 10–15 pages) in which you play the role of a marketing manager evaluating the feasibility of launching two new products or services in a foreign country.
Key setup rules:
- The company must be US-based (real or fictitious)
- The company must be from an approved industry: agriculture, banking, hospitality, healthcare, retail, transportation, or technology
- The two products/services must be new to that specific company — not already offered
- The two products must be standalone — not dependent on each other
- You must set a price for each product/service
- Focus on one foreign country (outside the US and its territories)
The Full C212 Task 1 Rubric Map
The rubric is structured as follows:
| Section | Content Required |
|---|---|
| A1 | Identify two new products/services for a global market |
| A1a | Three methods used to determine need and existing global market |
| A1b | One competitive advantage gained by offering these products globally |
| A1c | Two inherent risks of global launch and how to minimize each |
| A2 | CRM practices for maximizing customer satisfaction and loyalty |
| A2a | How CRM information can be used |
| B | Distribution channels for the new products in the foreign market |
| B1 | Key considerations for distribution in that country |
| B2 | Supply chain implications |
| C | Pricing strategy |
| C1 | Costs that must be covered |
| C2 | Consumer acceptance of the pricing |
| C3 | Competitor prices in the target market |
| D | Promotional strategy |
| D1 | Media channels for launch and beyond (traditional + social) |
| D2 | Justification for chosen channels |
| D3 | Sales promotion tactics |
Pro tip: Use these exact section labels as headers in your paper (A1, A1a, A1b…). Assessors check each section against the rubric. Making their job easy = faster Competent decisions.
How to Choose Your Business and Country
Choose a business you know something about — you will write more convincingly and with more specific detail when you write from familiarity.
Healthcare MBA students: A US-based healthcare company entering a healthcare-underserved international market is a strong combination. Countries with growing middle classes and rising healthcare spending (Canada, Mexico, Australia, UAE, India) work well.
Industry tips:
- Healthcare: Medical devices, telehealth, wellness supplements, health coaching apps
- Technology: SaaS products, cybersecurity services, e-learning platforms
- Retail: Specialty food, beauty, outdoor equipment
- Hospitality: Hotel services, restaurant concepts, wellness retreats
Country selection considerations:
- Choose a country with data available (growth statistics, population, healthcare/tech spending)
- Avoid countries with extreme political instability or trade barriers that would require extensive explanation
- Canada, Mexico, UK, Australia, UAE, and Germany are popular because data is widely available in English
Two-product rule: Both products must be new to the chosen company (not already offered anywhere) and must be independently viable — “Product A requires Product B to work” fails the rubric.
Section A1: The Two New Products/Services
Identify your two products or services and provide:
- Name of your business and where it is located in the US
- What the company currently sells/produces
- The names and descriptions of the two new products/services
- The foreign country you are targeting
- A price for each product/service
The price matters. You must set a specific price for each product — this feeds into the pricing strategy section later. Do not leave it vague.
Section A1a: Three Methods to Determine Market Need
Identify three distinct research methods you used to determine both a need AND an existing global market for your products. These should be specific, not generic — “market research” is not a method.
Strong methods:
1. Secondary research / desk research: Analysis of published market reports, government statistics, WHO data, industry association reports, or trade publications showing demand trends in the target country. Be specific — cite an actual data source.
Example: “Analysis of the World Health Organization’s 2023 Global Wellness Report indicating that telehealth adoption in Canada increased 340% from 2019 to 2023, demonstrating an existing and growing market for virtual health services.”
2. Competitive analysis: Research into existing competitors operating in the target market. Competitor presence confirms market demand; gaps in competitor offerings identify entry opportunities.
Example: “Competitive analysis of the Canadian telehealth market revealed three major competitors (Maple, Telus Health, Dialogue) all operating at capacity with 6–8 week wait times — indicating unmet demand for immediate-access virtual care.”
3. Consumer surveys or focus groups: Primary research with members of the target market confirming willingness to purchase and what price they would pay. Can be actual or described as a proposed methodology.
Example: “A targeted online survey of 200 Canadian adults aged 25–54 (conducted via social media targeting) revealed that 78% would use a virtual wellness coaching platform if it offered same-day appointments at a price below CAD $80 per session.”
Other acceptable methods: direct observation, industry expert interviews, social listening analysis, government trade mission reports, beta testing with target market sample.
Section A1b: One Competitive Advantage
Identify and explain ONE specific competitive advantage the company gains by offering these products globally.
The competitive advantage should be specific to the company — not generic marketing language. Generic: “We will offer high-quality products.” Specific: “HealthPlus’s proprietary AI-powered symptom assessment technology has been validated in peer-reviewed clinical trials and is patent-protected in both the US and Canada — creating a defensible first-mover advantage in the Canadian market where no competitor currently uses AI-assisted triage.”
Common competitive advantage types:
- First-mover advantage: Entering the market before established competitors
- Proprietary technology: Patent-protected products competitors cannot replicate
- Brand recognition: Existing US brand credibility transferring to target market
- Cost advantage: Ability to offer at lower price than existing market alternatives
- Distribution network: Existing relationships enabling faster market penetration
Section A1c: Two Inherent Risks and Minimization
Identify two specific risks of entering the global market with these products AND explain how to minimize each.
Risk 1 — Regulatory/compliance risk: Different countries have different laws governing healthcare products, food safety, data privacy, or financial services. Minimization: engage a local regulatory consultant, partner with a domestically licensed entity, or phase the launch to begin with low-regulation product categories.
Risk 2 — Cultural/consumer acceptance risk: Consumer preferences, values, and purchasing behavior differ across markets. A product that sells well in the US may not resonate in another culture. Minimization: conduct in-country consumer research before launch, engage a local marketing agency, adapt marketing messaging to cultural norms.
Other risks to consider: currency risk, supply chain disruption risk, political risk, competitive retaliation, intellectual property theft in markets with weak IP protection.
Structure for each risk: Name the risk → explain why it is specifically relevant to your product and market → state two concrete minimization strategies.
Section A2: Customer Relationship Management (CRM)
Recommend CRM practices for maximizing customer satisfaction and loyalty in the target market.
CRM covers how you collect, manage, and use customer data to build long-term relationships. For a global market entry, address:
- CRM system: What platform will you use to track customer interactions, preferences, and purchase history? (Salesforce, HubSpot, Zoho, etc.)
- Customer onboarding: How will you welcome and orient new customers in the foreign market?
- Loyalty programs: How will you reward repeat customers?
- Customer service standards: What response time, language, and channel standards will you set?
- Feedback collection: How will you gather customer satisfaction data in the target market?
Section A2a: How CRM Information Will Be Used
Explain specifically how the CRM data you collect will improve business decisions.
Examples: identifying high-value customer segments for targeted campaigns; detecting churn signals before customers leave; personalizing product recommendations based on purchase history; informing product development with customer feedback data; optimizing pricing based on purchase patterns.
Section B: Distribution Channels
Identify the distribution channels you will use to deliver your products/services to customers in the target country.
For physical products: direct-to-consumer e-commerce, local retail partnerships, third-party distributors, company-owned retail locations.
For services/digital products: direct online sales, local affiliate partnerships, B2B enterprise sales, app stores.
Be specific about the channel — not just “online” but “direct-to-consumer via a locally adapted website and Canada-specific app store listings on Apple App Store and Google Play.”
Section B1: Key Considerations for Distribution
Address the specific factors that make distribution in your chosen country unique or challenging:
- Logistics infrastructure in the country
- Import regulations and tariffs for physical goods
- Local payment preferences (credit cards vs. mobile payments vs. cash)
- Language requirements for product interfaces or packaging
- Local distribution partner relationships and trust-building
Section B2: Supply Chain
Explain how your supply chain supports delivery of the products in the target market:
- Where the product is manufactured or developed
- How it reaches the target country (shipping, digital delivery, local manufacturing)
- Key supply chain partners
- Lead time and inventory management approach
- How you will handle supply chain disruption
Section C: Pricing Strategy
Develop a pricing strategy for each product in the target market — addressing three required sub-sections.
Section C1: Costs to Cover
Identify the costs that must be covered by the pricing of each product:
- Product development or manufacturing cost
- Import duties and tariffs (if physical goods)
- Local regulatory compliance costs
- Marketing and launch costs
- Distribution and logistics costs
- Customer service and support costs
- Currency conversion and transaction costs
- Desired profit margin
Be specific — estimate actual cost figures where possible. “The estimated landed cost per unit including manufacturing ($12), shipping ($3), import duty ($2.40 at 20% tariff), and local distribution ($1.50) = $18.90 per unit, requiring a retail price above $18.90 to be profitable.”
Section C2: Consumer Acceptance
Assess what price point consumers in the target market will accept:
- What do comparable products sell for in that market?
- What is the purchasing power of your target consumer segment in that country?
- What price sensitivity signals did your market research reveal?
- Are consumers in this market price-driven, quality-driven, or convenience-driven?
This section should reference your A1a market research — if your survey asked about price tolerance, cite those results here.
Section C3: Competitor Prices
Research and report what competitors charge for similar products in the target market:
- Name specific competitors and their price points
- Note whether you are positioning above, at, or below competitor pricing
- Explain your pricing position rationale (premium positioning for quality differentiation vs. penetration pricing for market share)
Section D: Promotional Strategy
Develop a promotional strategy for launching your products in the target country — covering media channels, channel justification, and sales promotions.
Section D1: Media Channels (Traditional + Social)
Identify specific traditional and social media channels you will use:
Traditional channels for international markets:
- Local television advertising (effective in countries with high TV viewership)
- Print advertising in local industry publications or newspapers
- Radio in markets with high radio consumption
- Out-of-home advertising (billboards, transit ads) in target cities
- Trade shows and industry conferences in the target country
Social media channels:
- Facebook/Instagram (strong in Canada, UK, Australia, much of Europe and Latin America)
- LinkedIn (for B2B or professional services)
- TikTok (younger demographics across most markets)
- Local platforms: WeChat (China), Line (Japan/Thailand), Kakao (Korea), WhatsApp (India, Brazil, many others)
- YouTube (near-universal reach)
Match channels to your target customer demographic and the country’s platform preferences.
Section D2: Channel Justification
Explain WHY each channel is appropriate for your specific products and target market:
- What percentage of your target demographic uses this channel in the target country?
- How does this channel fit the nature of your product (visual appeal → Instagram; professional → LinkedIn)?
- What is the cost-effectiveness of this channel for your budget?
Section D3: Sales Promotions
Identify specific sales promotion tactics for launch and ongoing marketing:
- Launch promotions: Introductory discounts, free trials, bundle pricing, limited-time offers
- Loyalty incentives: Referral programs, loyalty points, subscription discounts
- Trade promotions: Retailer/distributor incentives for stocking and promoting the product
- Event promotions: Trade show giveaways, launch event sponsorships
- Digital promotions: Email campaigns, social media contests, influencer partnerships
Common C212 Task 1 Revision Triggers
- Missing a sub-section entirely — the most common cause of revision. Every lettered section (A1, A1a, A1b, A1c, A2, A2a, B, B1, B2, C, C1, C2, C3, D, D1, D2, D3) must be addressed.
- Two products that are dependent on each other — both products must be standalone and independently viable.
- No price set for each product — specific pricing is required.
- Three methods in A1a that are vague — “conducting market research” is not a method. Name specific tools, sources, or techniques.
- Competitive advantage that is generic — “we will offer quality products” is not a competitive advantage. Identify something specific to your company.
- Risks without minimization strategies — every risk must include at least one concrete action to reduce it.
- Pricing section that doesn’t address all three sub-sections (costs, consumer acceptance, competitor prices).
- Promotional strategy using only US-based channels — your channels must make sense for the target country.
Annotated Sample: WGU C212 Task 1 — HealthPlus Wellness
This sample is provided for educational reference only. Do not submit this document as your own work. Need a custom C212 Task 1 written for your company and country? Message us on WhatsApp: +1 564-544-6924
Business Overview
Company: HealthPlus Wellness, Inc. (fictitious)
Location: Austin, Texas, USA
Current offerings: Telehealth consultations (US-only), corporate wellness programs, and mental health coaching for US-based employers
Target country: Canada
Industry: Healthcare
Section A1 — Two New Products
Product 1: HealthPlus Virtual Nutrition Coaching An asynchronous AI-assisted nutrition coaching service providing personalized meal planning, dietary analysis, and weekly registered dietitian check-ins via secure messaging. Delivered entirely through the HealthPlus mobile app. Price: CAD $59.99 per month (approximately USD $44).
Product 2: HealthPlus Corporate Wellness Assessment Suite A B2B platform providing Canadian employers with anonymous aggregate employee wellness data (physical activity, stress indicators, nutrition habits) sourced through employee opt-in health surveys and wearable device integrations, used to tailor corporate wellness benefits. Price: CAD $12 per employee per month (minimum 50 employees).
Both products are new to HealthPlus — the company currently offers telehealth and coaching only to US employers and does not currently serve Canadian consumers or businesses.
Section A1a — Three Market Research Methods
Method 1: Secondary Research — Government and Industry Data Analysis of Statistics Canada and the Canadian Institute for Health Information (CIHI) 2023 data revealed that 68% of Canadian adults report difficulty accessing nutritional counseling through the public health system, with average wait times of 6–14 months for dietitian referrals in major urban centers. This data confirms both a need (underserved demand) and an existing market (68% of Canadian adults = approximately 18 million potential customers aged 18+) for virtual nutrition services (Statistics Canada, 2023).
Method 2: Competitive Analysis Review of the Canadian virtual nutrition services market identified three direct competitors: Noom Canada, Cronometer Pro, and MyFitnessPal Premium. All three are app-only solutions without access to registered Canadian dietitians. HealthPlus Virtual Nutrition Coaching would be the only service in the Canadian market combining AI-assisted meal planning with weekly live dietitian check-ins via secure messaging — a differentiated offering with no direct equivalent at our price point.
Method 3: Consumer Survey An online survey distributed to 250 Canadian adults aged 25–54 via LinkedIn and Facebook Canada targeting (conducted June 2024) revealed that 71% would consider paying for a monthly virtual nutrition coaching subscription, and 58% indicated willingness to pay CAD $50–75 per month for a service that included access to a registered dietitian. These findings directly validate the price point and service model for Product 1.
Section A1b — Competitive Advantage
HealthPlus’s primary competitive advantage in the Canadian market is its proprietary AI-assisted dietary assessment engine, which is integrated with Health Canada’s nutritional standards database and has been validated in a published peer-reviewed study demonstrating 23% better dietary adherence outcomes compared to standard dietitian counseling alone (Johnson et al., 2023). This technology is patent-pending in both the US and Canada, creating a defensible differentiation that existing Canadian competitors cannot replicate without significant investment. No current Canadian competitor combines AI-powered personalization with licensed dietitian access at the sub-$60 price point.
Section A1c — Two Inherent Risks
Risk 1: Regulatory Compliance Risk Canada’s virtual health services are regulated differently across provinces, with some provinces (Quebec, British Columbia) requiring locally licensed practitioners for any health service delivered to residents. HealthPlus dietitians are licensed in the US but may not hold Canadian registered dietitian credentials.
Minimization: HealthPlus will partner with the Dietitians of Canada network to contract licensed Canadian registered dietitians for all consumer-facing coaching. The legal team will obtain legal opinions in the three highest-population provinces (Ontario, British Columbia, Quebec) before launch and phase the initial rollout to provinces with clearest regulatory pathway (Ontario first). HealthPlus will also engage a Canadian healthcare regulatory consultant to monitor provincial licensing changes.
Risk 2: Currency and Pricing Risk The CAD/USD exchange rate fluctuates, affecting the USD revenue value of CAD-priced subscriptions and the profitability of the Canadian operation if the Canadian dollar weakens significantly.
Minimization: HealthPlus will price Canadian products in CAD to protect against consumer-side currency exposure. The finance team will establish a CAD hedging position covering 60% of projected 12-month revenue at launch to limit downside from exchange rate movements. Pricing will be reviewed semi-annually and adjusted if the CAD/USD rate moves more than 10% from the launch-date rate.
Section A2 — CRM Practices
HealthPlus will implement Salesforce Health Cloud as its CRM platform for the Canadian market — an industry-standard system with PIPEDA (Canada’s Personal Information Protection and Electronic Documents Act) compliance features built in. The CRM will track all customer touchpoints: onboarding completion, session attendance, dietitian feedback ratings, subscription renewal status, and product feature usage.
Customer onboarding: New subscribers receive a 3-step onboarding sequence (app setup → health assessment → first dietitian match) completed within 48 hours of sign-up, supported by automated SMS prompts and a dedicated onboarding specialist for corporate clients.
Loyalty program: Consumer subscribers who complete 6 consecutive months of active engagement receive a 15% discount on month 7 and a premium feature upgrade (additional dietitian session). Corporate clients receive quarterly performance dashboards as a retention value-add.
Customer service: Canadian customer service is staffed by bilingual (English/French) agents available 7 days/week via in-app chat, with a 2-hour response SLA. All agents are trained on PIPEDA data handling requirements.
Section A2a — How CRM Information Will Be Used
HealthPlus will use CRM data in three specific ways:
Product improvement: Aggregate feature usage data (which app features are used most/least) will feed into monthly product team reviews to prioritize feature development based on actual Canadian user behavior rather than US market assumptions.
Churn prediction: Users who miss two consecutive weekly dietitian check-ins are flagged in Salesforce for proactive outreach — a model developed from US market data showing that two missed sessions predicts 73% churn probability within 30 days.
Corporate account expansion: The Corporate Wellness Assessment Suite CRM data identifies which corporate clients are generating highest employee engagement scores — these accounts are targeted for upsell to the HealthPlus Executive Health tier at renewal time.
Section B — Distribution Channels
Product 1 (Consumer — Virtual Nutrition Coaching): Direct-to-consumer digital distribution via the HealthPlus mobile app (iOS and Android), available on the Canadian Apple App Store and Google Play Store. Subscription payments processed through Stripe with CAD currency support. No physical distribution required.
Product 2 (Corporate — Wellness Assessment Suite): Direct B2B sales through a Canadian enterprise sales team (initially 2 remote sales representatives covering Ontario and British Columbia). Supported by a self-serve online portal for companies with 50–200 employees. Implementation via API integration with existing corporate HR systems (Workday, BambooHR).
Section B1 — Key Distribution Considerations
Language: Canada has two official languages. All consumer-facing app content will be available in both English and French at launch. Corporate platform documentation will be bilingual. French-language support is a legal requirement for any product marketed in Quebec.
Payment preferences: Canadian consumers strongly prefer credit card payments (Visa and Mastercard) and digital wallets (Apple Pay, Google Pay). The HealthPlus app will support all four payment methods at launch. Corporate clients prefer invoice-based NET-30 billing, which the B2B platform will accommodate.
Data residency: Canadian privacy law (PIPEDA) and provincial health data regulations require that personal health information about Canadian residents be stored on Canadian servers. HealthPlus will provision a dedicated Canadian AWS region (ca-central-1) for all Canadian customer data before launch.
Section B2 — Supply Chain
Both products are digitally delivered — there is no physical supply chain for Product 1 or Product 2. The supply chain consists of:
- Technology infrastructure: AWS ca-central-1 servers (sourced and provisioned before launch)
- Dietitian network: Contracted through Dietitians of Canada (minimum 20 contracted dietitians at launch, expandable on-demand)
- App development: HealthPlus internal product team adapting the existing US app for Canadian regulatory and language requirements (estimated 3-month development timeline)
- Regulatory compliance: External Canadian healthcare regulatory consultant (contracted 6 months before launch)
Section C — Pricing Strategy
Section C1 — Costs to Cover
Product 1 — Virtual Nutrition Coaching (CAD $59.99/month):
- Dietitian session cost: CAD $15 per subscriber per month (contracted rate)
- AWS infrastructure: CAD $1.20 per subscriber per month
- Payment processing (Stripe): 2.9% + CAD $0.30 = approx. CAD $2.04 per transaction
- Customer support allocation: CAD $1.80 per subscriber per month
- Marketing amortization: CAD $8.50 per subscriber per month (based on CAD $250 customer acquisition cost amortized over 30-month average subscriber lifetime)
- Total cost per subscriber: CAD $28.54/month
- Gross margin at CAD $59.99: approximately 52%
Product 2 — Corporate Wellness Suite (CAD $12/employee/month):
- Platform infrastructure: CAD $0.80/employee/month
- Account management (amortized): CAD $1.50/employee/month
- Sales cost (amortized over 24-month contract): CAD $1.20/employee/month
- Total cost per employee: CAD $3.50/employee/month
- Gross margin at CAD $12: approximately 71%
Section C2 — Consumer Acceptance
The survey conducted in Section A1a (Method 3) directly tested price tolerance: 58% of Canadian adults aged 25–54 indicated willingness to pay CAD $50–75/month for a virtual nutrition coaching service including dietitian access. At CAD $59.99, HealthPlus is priced within the accepted range of 58% of the target market.
For the corporate product, benchmarking against Canadian corporate wellness platforms (League, Bright/Sprout) indicates that Canadian HR professionals budget CAD $8–18 per employee per month for wellness programs. At CAD $12, HealthPlus is positioned in the middle of the acceptable range.
Section C3 — Competitor Prices
| Competitor | Product | Price (CAD) |
|---|---|---|
| Noom Canada | Weight management app (no dietitian) | $59–$69/month |
| Cronometer Pro | Nutrition tracking (no dietitian) | $9.99/month |
| MyFitnessPal Premium | Nutrition/fitness app (no dietitian) | $19.99/month |
| Maple (telehealth) | Dietitian consultation only | $99 per session |
At CAD $59.99/month, HealthPlus Virtual Nutrition Coaching is priced at parity with Noom Canada but offers a clinically differentiated product (licensed dietitian access + AI personalization). Versus Maple’s per-session model, HealthPlus is substantially more affordable for customers who need ongoing support (Maple at $99/session = $396/month for weekly sessions vs. HealthPlus $59.99/month for unlimited messaging + weekly check-ins).
Section D — Promotional Strategy
Section D1 — Media Channels
Traditional channels:
- Podcast advertising: The Canadian podcast market is large and growing (82% of Canadian adults listen monthly). Health and wellness podcasts (Healthier Together, Commune) have highly aligned audiences. 30-second pre-roll spots in 3 health podcasts during the 3-month launch window.
- Healthcare provider referral program: Printed referral cards and educational materials distributed through 500 Canadian family physicians and nurse practitioners in Ontario and British Columbia — trusted intermediaries reaching health-conscious adults.
Social media channels:
- Instagram: 31% of Canadian adults use Instagram daily; strong fit for visual wellness content (meal photography, before/after wellness journeys, dietitian video tips). Targeted to Canadian women 25–45 (primary Product 1 demographic).
- LinkedIn: Primary channel for Product 2 corporate sales — HR directors, benefits managers, and C-suite decision-makers. Content strategy: thought leadership on employee wellness ROI, case studies, webinar invitations.
- Facebook: Effective for Canadian adults 35–55; used for targeted retargeting campaigns and community group presence in Canadian health and wellness Facebook Groups.
Section D2 — Channel Justification
Instagram was selected because the target consumer demographic for Product 1 (Canadian women 25–45) indexes at 2.3x average usage on Instagram vs. other platforms. Nutrition content specifically generates above-average engagement on Instagram (average engagement rate 2.1% vs. 0.5% on Facebook for wellness brands). The visual format enables demonstration of the meal planning feature and dietitian team credibility.
LinkedIn was selected for Product 2 because 74% of Canadian HR directors report using LinkedIn as their primary platform for discovering HR solutions. LinkedIn’s targeting capability allows us to reach job titles (HR Director, VP People, Benefits Manager) in companies with 50+ employees in Ontario and British Columbia — our exact ICP (ideal customer profile).
Healthcare provider referral was selected because trust is the primary purchase barrier for health services. Canadian adults trust healthcare providers as information sources more than any advertising medium (85% trust rating vs. 21% for social media advertising, per Statistics Canada Health Consumer Survey 2023). Converting physicians and nurse practitioners to referral partners creates a low-cost, high-trust acquisition channel.
Section D3 — Sales Promotions
Launch promotion (Month 1–2): 30-day free trial for Product 1 with credit card required — converts to CAD $59.99/month unless cancelled. Data from US market shows 67% trial-to-paid conversion. This drives trial and builds the subscriber base for launch month metrics.
Referral program: Existing subscribers receive one free month of service for each friend who subscribes and completes 30 days. Referred subscribers receive 25% off their first two months. This incentivizes word-of-mouth from the initial subscriber base.
Corporate pilot pricing: For Product 2, the first 10 corporate accounts receive 90 days at CAD $8/employee/month (vs. standard CAD $12) in exchange for a published case study and reference call commitment. This builds the Canadian client portfolio needed for social proof in subsequent sales cycles.
Partnership promotion: Negotiated placement in 3 Canadian employee benefits platforms (Manulife, Sun Life, Canada Life) as a recommended wellness add-on — a distribution channel that reaches HR directors at point of benefits renewal.
References
Canadian Institute for Health Information. (2023). Dietitian access and wait times in Canada. CIHI. https://www.cihi.ca
Johnson, M., Patel, A., & Wong, S. (2023). AI-assisted dietary coaching: A randomized controlled trial of adherence outcomes. Journal of Digital Health, 5(2), 112–128.
Statistics Canada. (2023). Canadian community health survey: Nutrition module. Government of Canada. https://www.statcan.gc.ca
Frequently Asked Questions About WGU C212 Task 1
Can I use a fictitious company for C212?
Yes — the company can be real or fictitious. Many students create a simple fictitious company (give it a name, location, and current product line) to avoid the complexity of researching an actual company’s existing product catalog. The products and foreign market, however, need to be realistic and researched.
How long should C212 Task 1 be?
Most passing submissions are 10–15 pages. There is no minimum word count, but every rubric section (A1 through D3) must be substantively addressed. Thin sections that mention a topic without developing it generate revision requests.
Do I need real citations in C212 Task 1?
Yes — market data, competitor prices, consumer survey statistics, and industry reports should all be cited in APA format. Uncited statistics are a revision trigger. Government statistical agencies (Statistics Canada, Office for National Statistics, Australian Bureau of Statistics), WHO, industry associations, and published market reports are all acceptable sources.
How many countries can I choose from?
One. WGU’s guidance is to select one foreign country and focus all analysis on that market. Spreading the analysis across multiple countries dilutes the depth of each section.
What industries are approved for C212?
Agriculture, banking, hospitality, healthcare, retail, transportation, and technology. If your preferred industry is not on the list, contact your program mentor before writing — submitting a paper in a non-approved industry will result in a revision request.
Author Bio
This guide was developed by the Gradevia academic content team; specialists in WGU MBA curriculum, global marketing strategy, and performance assessment standards for working adult learners.
Article Update Log
| Date | Update |
|---|---|
| June 22, 2026 | Initial publication — WGU C212 Task 1 guide covering all rubric sections A1 through D3 with annotated HealthPlus Wellness sample: two healthcare products for Canada, three market research methods (secondary data, competitive analysis, consumer survey), competitive advantage (patent-pending AI technology), two risks with minimization, Salesforce Health Cloud CRM, bilingual digital distribution, detailed cost-based pricing with competitor comparison table, and multi-channel promotional strategy (Instagram, LinkedIn, podcast, physician referral). |
The post WGU C212 Marketing Task 1 Guide and Example: Global Strategic Marketing Plan appeared first on Your Online Resourses Guide.